• Dr.K.Chitra Chellam

Jewellery has been an integral part of the Indian culture since ancient history. Indian jewellery industry is one of the fastest growing industries in the country. The most important reasons for more consumption of gold in India are investment value, traditional demand for gold jewellery, ornamental value, high rural demand and increase in per capita income. Globalization of India Economy and Withdrawal of Gold control Act in 1990 has led to the growth of jewellery retail market in India. Jewellery retailing in India is unorganized with the individual owner determining the sales deals. But a slow transformation can be seen with the entry of big organized jewellers who have entered into the jewellery retail segment with professionalism in retailing and marketing. Since consumers in India are becoming more aware and quality conscious, even the traditional family jewelers have started to use latest technology, designs and layouts to meet the requirements of customers. This article presents the marketing strategies adopted by jewellery retailers in southern districts of Tamil Nadu, factors contributing to success in jewellery retailing despite high gold price and problems faced by jewellery retailers.

Demand, Jewellery, Retailers, Marketing Strategies, Globalization.

"A Study on Jewellery Retailing in Southern Districts of Tamil Nadu", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 1, page no.35-71, January-2019, Available :http://www.jetir.org/papers/JETIR1901307.pdf

"A Study on Jewellery Retailing in Southern Districts of Tamil Nadu", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 1, page no. pp35-71, January-2019, Available at : http://www.jetir.org/papers/JETIR1901307.pdf